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Sep 29, 2012 10:00pm EDT
in private-sector jobs that pay good money but jim messina the campaign manager will tell you that allow them to be smarter and get smarter so more data can get in and more models and projections and that it pays for itself. >> host: i think we are going to take a break now and we will be right back. >> host: i think of microtargeting. everybody has heard the phrase. can you just explain what is microtargeting exactly and how is it used in these campaigns? >> guest: sure. the biggest, there are two types of communications. there is mass media with the candidate talking and trying to get stories in the newspaper and the paid media which for the last half-century has been tv and radio ads. those are very crudely targeting certain media markets or a certain time of day or on certain channels that you can do a lot more specificity than that. the other type of communication is voter contact, talking to individual voters where you know who you want to talk to any talk about specific messages or target get out the vote reminders to them. either you can put together what campaigns call a universe of
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